Apple Pay's plans to expand to online retailers may seem as simple as a natural progression, but appearances can be deceiving.
It’s been mentioned that retailer and consumer education will be key in order for mobile payments to transform the way we do business. However, consumers all need to rethink the way they pay – in other words, “a wow moment.” What Apple has done has set the groundwork for mobile payments to transform consumers. Now comes context.
Apple Pay's plan, which would move it beyond in app purchases, is timed to be fully rolled out the holiday season,
As a starting point, Goldman Sachs currently projects that mobile commerce will be approximately
Even if it’s hard for the average consumer to use Apple Pay at your average retail location, it’s relatively simple to jump online, press your fingerprint on your mobile device, and authorize payment for holiday gifts. Suddenly, a stressful ordeal will have been reduced to a digital experience for a basic function, a convenient tool used to pay for purchases, and a sterling customer service experience.
The takeaway is that this represents a massive deal for the mobile payments industry. Similar to how eBay and PayPal taught an entire generation how to easily shop online, come January 2017, Apple Pay will have taught millions of consumers how easy mobile payments can make their lives.
Once they become used to this, they will want to continue using it. If a retail location isn’t able to provide them with the experience they want, the consumer will go for the alternative that provides them what they’re looking for. Retailers, in order to compete, will adapt to the new reality. Change drives business evolution and Apple Pay to online retailers cause great change for the mobile payments industry.
Toffer Grant is CEO and Founder of